Inbound Marketing: how to generate more value and more effective leads
The world of Digital marketing has several challenges, including gaining the trust and loyalty of its customers. Therefore, companies began to invest in Inbound Marketing as a way to generate effective leads, which follow the content and add more value to the company.
One of the main ways to attract the attention of potential customers is the delivery of rich materials. In other words, creating a good form for the customer to leave their main data in exchange for an e-book, for example, helps your company generate more leads.
If you are interested in knowing how Inbound Marketing can help your business by generating more effective leads, read on!
What is Inbound Marketing?
First of all, let's remember what Inbound Marketing is and its main characteristics.
In short, Inbound Marketing is the set of strategies created to generate content that attracts the customer's attention, with more interactive and direct communication.
Unlike Outbound Marketing, here the public reaches your content through a post found on the internet, without any interruption. In fact, Inbound Marketing is also known as “new marketing”, or Attraction Marketing.
If you are looking to strengthen your brand, increase the number of sales and generate more effective leads, invest in Inbound Marketing without any fear.
However, Inbound Marketing has “5 main actions” that make a total difference, namely:
- Bring more visibility to your business;
- Generate more effective leads;
- Reduce costs;
- Generate different content that attracts even more attention;
- Improve the sales process.
Furthermore, this strategy has “4 main steps” that must be followed throughout its process. Let's talk about each of them below:
Attraction
Creating eye-catching and complete content is one of the main ways to attract visitors to your website. In the attraction, you can deliver rich content so that visitors can leave their details (name, email, telephone number, etc.) and thus maintain direct communication with them.
Conversion
After obtaining data from these customers, you have the chance to turn them into leads and generate sales opportunities.
Sell
Having completed these two steps, it’s time to analyze whether your lead is already prepared for the moment of purchase.
Enchantment
Of course, contact with your customer does not end after the purchase. In this strategy, the ideal is to continue nurturing your lead with more content that catches their attention, or generates the next sale and referrals for your company.
In Inbound Marketing, contact with the customer is a long-lasting process. Providing the ideal content at the right time for your leads.
How to strengthen relationships and generate more sales
Still, remembering the characteristics of Inbound Marketing, another way to strengthen the relationship with your leads and generate more sales is by analyzing this customer's purchasing journey.
This purchasing journey concerns the path that the lead takes until they realize that they really have a problem and want to solve it. So, this is where the sales funnel comes in.
The sales funnel has 3 stages and its format is like a funnel, as the name suggests. They are: top, middle and bottom.
top of funnel
The first stage of this journey is the top of the funnel. Here, the customer does not yet know that they have a problem and is in the process of discovering and learning. In other words, he doesn't yet know that he needs your product or your company's service.
However, he searches for information that will help him clarify his biggest doubts. And that's how he finds his website!
However, among the best content for the top of the funnel, we have: blog texts, videos and posts on social networks.
middle of the funnel
In the middle of the funnel, the customer is already beginning to understand that they have a problem and are looking for the best solution to solve it. If the work is done well at this stage, the customer is even closer to purchasing.
Finally, in the middle of the funnel you can now create more advanced content focused on solving that customer’s problem.
Content tips for the middle of the funnel: blog texts with more advanced topics, rich materials, e-books on a certain topic, webinars, among others.
funnel bottom
At the bottom of the funnel is where the magic happens! Here, the customer is already 100% aware that they have a problem, and it is time to show that your company can solve it.
You need to work hard on persuasion so that the customer realizes that your company can offer the best benefits. In fact, it's cool here to show real answers from other customers to gain even more trust from your lead.
Furthermore, inbound marketing helps your company deliver measurable results, facilitating the return on what was invested.
Inbound Marketing to generate more effective leads
Now that we've talked a little more about Inbound Marketing, it's time to find out how it can generate more effective leads for your company and bring more value to it.
In Inbound Marketing, the company usually invests in different content to be distributed on the internet. Any information that shows the value of your company/product is interesting to attract even more customers, following the sales funnel strategies, of course.
Without a doubt, one of the best ways to attract more leads is by producing ideal content for each type of channel. You need to captivate your potential customer, make them feel more confident in your company and have more interest in your solution.
There are some main channels for capturing effective leads for your business, including:
Social Media
On social networks, users tend to interact even more with companies through comments, shares and likes. It is one of the best options for attracting customers.
Blog
Creating explanatory content on blogs helps a lot to improve your brand’s authority. Another interesting strategy is to offer other valuable content in exchange for the information mentioned above.
For the strategy to turn out as you planned, it is important to research and know your target audience. This makes it even easier to produce content for the top, middle and bottom of the funnel.
Many companies choose to hire an agency specializing in Inbound Marketing to assist in the process of attracting more customers. In fact, it is a great option if you have no experience in this subject.
A Beatz is a company specialized in Inbound Marketing and can help your business deliver better results in short periods. Get in touch with our team!
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